Brief Explanation

Brief:
To show a fashion-crazy audience the ugly side of glamour.
Execution:
Since trendy Asians love bargains, our posters featured fictitious fashion products at amazing prices. When the accompanying barcodes were scanned with a smartphone, shoppers saw a video of the animal that was killed to create that product, thus revealing the true cost. The videos were voiced by Pamela Anderson and Joaquin Phoenix.
Results:
In just the first week, the barcodes were scanned over 12,000 times and the posters attracted significant blog coverage, media reports and traffic to the PETA website, leading to increased awareness of Cruelty-Free Shopping.